“Matt is going to enter into this with a very direct correlation between existing and new playlists, so that when people hear something [on Beats 1] they know where to find that in the playlisting context,” said Lowe. “We look at Beats 1 as a really valuable added discovery tool.”

The tech giant’s live broadcast is available in more than 100 countries on iTunes and via Apple Music on mobile and tablet.

“Every decision we make has to relate to playlisting, has to relate to streaming,” he said. “Rather than measure success in radio terms, we realised that Beats 1 is very successful for Apple Music as a streaming service. So that was a huge confidence boost for us and that became our business model.”